Lecturer: Gareth JonesLecturer: Gareth JonesClass 13: New Media CommunicationClass 13: New Media Communication

What is social media? Similarities and differences with normal business

communication Different types of social media How to communicate effectively with different types of

social media

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Social media is the ◦ use of technology to

Co-create Know Like Trust

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Blogging RSS Social Search Social Bookmarking Social Networks Micro-blogging

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The top three social networks— Facebook, Twitter, and LinkedIn— collectively received more than 2.5 billion visits in the month of September 2009 alone

Twitter grew by more than 600% in 2009, while Facebook grew by 210% and LinkedIn by 85%

In fact, if Facebook were a country, it would be the world’s fourth largest!

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Spread your content and expertise to new audiences Network with like-minded individuals and companies Build a community of enthusiasts Involve your customers and prospects in content

creation Automate the process of repurposing content

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Reach new audiences in the exact way they choose to communicate

Be seen as a thought leader in your industry Aggregate and filter content so you and your people can

digest it Easily hear literally everything that’s being said online

about your brand, products, or industry in real time Be seen as a trusted source of information

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Social media conversations are just that—open, honest, transparent conversations, not sales pitches or shouting festivals!

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Software that allows anyone who can type to post content to a website or blog home page. ◦ The content is generally displayed much like a journal

might be written, in reverse chronological fashion.◦ This content can be anything

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Readers of the blog pages to make comments and add their own content.

Readers of the blog to subscribe to the content so that they are automatically notified whenever the content is updated

Search engines to receive notice or pings whenever the content is updated

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Monitor a group of relevant blogs Comment on a group of relevant blogs Create your own blog and start posting content

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Read, follow, and listen Write what people search Ask for participation Engage your comment community Amplify your message

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Follow what other businesses do and learn from them Follow the three step writing process

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Discover the exact phrases people in your market are using when they search:◦Write valuable content around that and people will find

your blog before they know your competitors exist.

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Write your blog posts in ways that invite people tocomment Blogging is more fun when it becomes a conversation Ask for the audiences ideas, ask them to give their

opinions

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When people take the time to offer thoughtful comments you should take the time to respond when appropriate

If a debate is in order, it’s OK to start one Two-way communication helps build credibility and trust

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Post links to ◦ Twitter◦ Facebook◦ LinkedIn◦微薄◦人人网◦人和网

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Ask for comments Ask questions and seek opinions Comment on comments Be a human! Encourage lively debate

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Way to subscribe to latest information, news and blogs

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Lists small businesses and allows people to rate and review them e.g.◦Craigslist◦Yelp◦ Foursquare

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Get listed and involve your business Provide help and advice to others Provide reviews of other businesses

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Sharing your favourite links socially e.g.◦ del.icio.us◦Digg

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Allow people to ◦ Join and “friend” members◦ invite others to join and then share and exchange

information Networking has always been an important marketing skill

and online networking bares many similarities with

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Facebook business account Facebook personal account Business fan page

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Create a profile that helps tell your business story and then enhance it with tools and applications that allow you to branch out and connect with like-minded individuals

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Friends Fan Pages Telephone Video Conference calls Testimonials Introductions Business cards

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Fan page Special content Events, videos and applications Ads

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Find clients Build up buzz Hire staff Feedback and research

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Profile- add photo, CV, links and any other information you think people may find attractive

Give recommendations- staff, companies etc. Q & A Lead a group

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Short message service such as Twitter and 微薄 Allows anyone to say anything to anybody in 140

characters or less◦ it’s the “what are you doing right now” kind of micro-

blogging that facilitates online social communication

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Connect and network with others in your industry or others who share you views

Instant access to what’s being said, this minute, about your organisation, people, products, or brand

Steady stream of ideas, content, links, resources, and tips focused on your area of expertise or interest

Monitor what’s being said about your customers to help them protect their brands

Extend the reach of your thought leadership—blog posts and other content

Promote your products and services directly to a target audience

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Follow people who are in your field or may be interested in your products

Write and link to interesting and relevant articles Be interactive with your followers Include your followers in posts

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Micro-blogging provides a snapshot to what’s ‘hot’ at any moment in time

Use the search features to analyse trends in your industry

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Social media is an evolving discipline that involves many different kinds of communication skills

Essential to modern business for the whole supply chain, marketing, research and sales

Like all business both an art and science Engaging with the audience for real time feedback is the

critical aspect

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Apply what you have learned about social media to a real world case study

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Academic Essays

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